By Rebecca Cullers on Wed Dec 29 2010
A teeny, tiny Jack Daniel's campaign marketing its whiskey to women is generating some controversy. SpiketheCookies.com leads you to a tab on the Jack Daniel's Facebook page, where you can watch a little video with animated stills of some women drinking whiskey while baking cookies. It also offers a scant two pages of recipes, which include the "You clearly can't cook, so just put some Jack in that store-bought mix" recipe and the "Passed down through the Daniel's family for years" recipe, which has 17 ingredients. Fortunately, fans (male and female) are providing their own recipes in the comments. Newsweek applauds the effort as subversive because it suggests women can drink whiskey for their own reasons, not just to keep up with the guys. Yes, you can drink whiskey and be womanly. You have come a long way, baby. But Jezebel is upset that the central image is the stereotype of women in the kitchen. The Jezebel write-up even says, "It seems this ad was concocted by male ad executives trying to come up with a way to make whiskey less scary for women." That assumption seems a little too Mad Men to me. Using my journalistic powers, I called up the agency—Slingshot in Dallas—to see whether this was indeed an all-male effort.